US marketing consultant Tony Reiss has penned an interesting piece on why law firm partners don't listen to consultants. He is spot on.
These points don't, however, apply to just external consultants. They are equally pertinent to the marketing and business development teams working in-house.
Credibility and trust are critical. Without that we are simply 'doers'.
- The advisors haven’t established their credibility. Consultants need to commit to the legal sector and not be dabblers! They need to demonstrate their deep understanding of the legal market and the typical goings on inside law firms. - The advisors haven’t established sufficient rapport. Advisors should invest in building relationships with firms. Ask lots of questions and listen well and then demonstrate that they share similar values to the partner or firm.